Related article: Virgin Media O2 unveils transition plan to reach net-zero by 2040The trial in-store experience comes following a poll conducted by Virgin Media O2, which revealed that 66% of people wanted to understand more about reuse to avoid waste, with over 60% also saying they would be more likely to recycle a phone if they understood the valuable materials inside it. In line with these findings, the Lab will also help individuals understand how unwanted phones can be given to those who need them via ‘Community Calling’, a programme established by Virgin Media O2 and environmental charity Hubbub. Building a responsible businessThe pilot is part of Virgin Media O2’s work to extend technology lifespan as part of its Responsible Business Plan, which aims to double the number of people buying refurbished devices from Virgin Media O2 and recycling devices via its O2 Recycle scheme, where customers and businesses trade in used devices in exchange for credit or cash, by 2030. Related article: Why Virgin Media O2 is rethinking its ESG strategy with ‘responsible business’Dana Haidan, chief sustainability officer at Virgin Media O2, stated: “We want to build consumers’ trust in tech recycling and buying ‘like new’ so we can help extend the life of devices so they don’t go to waste. “The O2 Tech Refab Lab is already proving popular with our customers, and it will help us learn the additional steps we can take to make tech recycling and reuse as seamless and convenient as possible.”